This was a session at the AENC Annual Meeting by Buz Buzogany.

1. Buz Buzogany, CAE, CASE
Buzogany Associates

2.  Advertising –
Publications, website, events, social
media, webinars
 Sponsorship – Still the hottest concept
 Exhibition – Traditional model is fading
 Fundraising – 501c3, c4, other
 Affinity Programs – insurance, banking, etc.
 List Sales or content sales
 ...and many, many more vehicles

3.  Stagnant ad or electronic?
 Website & Social Media % of current revenue?
 Webinars – open/close/video inserts
 Video – Ads, PSAs, Links to Advertiser
 Repurposed content…added revenue stream

4.  You can sponsor anything and everything
 Creates a relationship sales opportunity
 Build Your Own – a dip into the future
 Does it fulfill your mission
(education, publications, meetings, events, w
ebinars, social media

5.  Success depends on type of show
 Incredible cost in man hours, shipping, etc.
 How valuable is a business card?
 Product kiosks versus sales folks
 Why not shop online?

6.  Depends upon your mission
 General economy raises/lowers all boats
 Number of hands outstretched is growing
 Professional versus Staff Personnel
 Electronic research and outreach models

7.  Unique versus Commodity
 Degree of Difficulty (staff, marketing, etc.)
 Vetting the supplier
 Exclusivity versus a Free Market

8.  Never, ever, ever sell your list outright
 Database – the most valuable asset
 Content – the second most valuable asset
 Accumulated research, history of an industry

9.  Database – A defined, identified market
 Invitation marketing already established
 Trusted Brand
 Mission – to enhance a profession
 Relevant educational content
 History of an industry, trade or profession
 Filled with nice people

10.  Develop the “growth” areas...electronically
 Repurpose content for value-driven dollars
 If it can be sponsored, do it everytime
 Create partnerships, not sales
 Never, ever, ever, sell your list directly
 Don’t sell out, sell for maximum return
 Find expertise, internal or external, for ROI
 Go after the low-hanging fruit first

11.  Buz Buzogany, CAE, CASE
 Buzogany Associates
 buz@buzoganyassociates.com
 828-652-7259 Direct
 www.buzoganyassociates.com